STRATEGI PEMASARAN UNTUK MENINGKATKAN PENJUALAN PERUMAHAN DI GREEN RIVER CITY BEKASI (Studi Kasus di PT. Artha Bangun Pratama).

Authors

  • Rosa Lesmana Universitas Pamulang

DOI:

https://doi.org/10.32493/Inovasi.v3i1.p%25p.291

Abstract

MARKETING STRATEGIES TO INCREASE SALES HOUSING IN GREEN RIVER CITY   BEKASI (Case Study in PT. Artha Bangun Pratama). This study aims to determine the variables that are strengths, weaknesses, opportunities and threats, as well as to determine the position of the business at IE matrix. This research method is a combination of qualitative research and quantitative based on SWOT analysis, BCG matrix IE and analysis. The population in this study include the top management of seven people by involving several experts and authorities to confirm specifically related to the external environment. The analysis showed that the variables which the strength is location conveniently close to statsiun and the city center, complete facilities, the price adjustment, the intensity of the sale, service quality and competence of employees, inflation and the exchange rate against the US dollar stabilized, development of information technology, and the preservation of natural resources in the surrounding residential neighborhood, while the threat is the growth rate of real estate increased. At present and in the future are in the position of the first cells that grow and develop (grow and develop). Formulation of marketing strategies that can be applied is the market penetration strategy, market development, and product development. Based on the research results it can be suggested  that augment, provide special pricing to consumers, more heavily in the promotion, conducted training, as well as a meeting (gathering) regularly.


Keywords: SWOT analysis, BCG analysis, Marketing Strategy, Sales Housing.

 

Downloads

Published

2017-04-08

How to Cite

Lesmana, R. (2017). STRATEGI PEMASARAN UNTUK MENINGKATKAN PENJUALAN PERUMAHAN DI GREEN RIVER CITY BEKASI (Studi Kasus di PT. Artha Bangun Pratama). INOVASI, 3(1). https://doi.org/10.32493/Inovasi.v3i1.p%p.291

Issue

Vol. 3 No. 1 (2016): INOVASI

Section

Articles

License

Authors who publish with this journal agree to the following terms:

    1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

    1. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

  1. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

INOVASI: journal of managenet have CC-BY-SA or an equivalent license as the optimal license for the publication, distribution, use, and reuse of scholarly work.

In developing strategy and setting priorities,  INOVASI: JOURNAL OF MANAGEMENT recognize that free access is better than priced access, libre access is better than free access, and libre under CC-BY-SA or the equivalent is better than libre under more restrictive open licenses. We should achieve what we can when we can. We should not delay achieving free in order to achieve libre, and we should not stop with free when we can achieve libre.